On February 11, 2025, Veja magazine's Radar Econômico column reported on the publication's website that Moriah Asset, a Brazilian investment vehicle focused on the health, wellness, media and technology markets, owned by entrepreneur Fabiano Zettel, had made a strategic investment in Norte Media, a Brazilian startup that is a pioneer in the creator economy segment (influencer economy based on content marketing).

The investment, made in 2024, was directed towards the expansion of Norte, which owns the brand Guday, a creatine in the form of gummies by influencer Manuela Cit, which has been on the market since October 2023.

In 2024, with Moriah joining the company, turnover jumped from R$250,000 in January to over R$2 million a month in December. Year-to-date sales revenue totaled R$11.2 million.

"With the entry of Moriah, we were able to preserve Guday's cash to reinvest in its growth and reinforce our vision with the creation of the new brand, with influencer Malu Borges," says Gabriel Delgado, co-founder of Norte Media, whose goal is to end 2026 with four brands in its portfolio.

The creator economy is the economic ecosystem centered on digital content creators. They are the ones who produce, distribute and monetize their material using platforms, their influence, creativity and interaction with users.

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